DIY And Gardening in Germany
Euromonitor International's DIY And Gardening in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 35 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Improved economy, improved consumer spending
At the end of 2006, all economic indicators in Germany were pointing upwards. The Munich based ifo Institute for Economic Research commented that the current high had last been reached before unification. The Consumer Climate Index compiled by GfK also indicated a continuing rise in consumer spending intentions and reached its highest level since November 2001, shortly before the introduction of the Euro, which heralded an economic downturn lasting five years. The German economy grew 3% in 2006, according to the German Statistics Office.
The VAT paradox: rise boosts sales
The three percentage point rise in VAT to 19% has so far dampened the positive mood in the retail trade only slightly. Despite intensified consumption of VATed goods before the 2007 rise, the EU commission’s monthly consumer inquiry indicates a continuation of the upswing. Most retailers committed themselves to protect the consumer from the price effect of the VAT rise by unleashing an unprecedented firework of sales offers.
DIY market attempts concentration
The German DIY market is the biggest in Europe, but is extremely fragmented by comparison to the UK or US. This results in often damaging competition and self-destructive price wars. With the takeover of the Hamburg based Max Bahr chain of 77 DIY stores the second biggest chain, Praktiker, took a step towards the necessary concentration in this market. The takeover is expected to allow Praktiker to close ranks with market leader OBI.
Work for your Home
Home renovation shows on TV are becoming popular in Germany. Following the UK and US example, TV programmes about home improvement and lifestyle are big business. At the last count, there were 13 programmes on national television offering advice for hobby home improvers. With the rise of VAT in 2007, more people are expected to avoid the cost of paying professionals. Whether the home is owned or rented, consumers increasingly take on repairs, decorating and small building jobs in the house themselves, inspired and guided by the examples on TV.
Demographic curve favours gardens
Although there are rumours about younger people fighting over allotments, which are a way of life in Germany, a country where apartments prevail over terraced houses, the majority of garden lovers are of a mature age.
The love of gardens as a way of life and a quiet alternative to travelling is translating into an increasing interest in visits to the garden centre.
The Green Factor
The UN report on the environment published in early 2007 will have a lasting impact both on the world of DIY and gardening in Germany. Already, discussion is raging about how to make your home greener and the virtues of the garden are extolled. The garden benefits the owner not merely in recreation, it is also a space to grow one’s own vegetables, fruit and berries, which around half of garden owners do.
Table of contents
DIY AND GARDENING IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved economy, improved consumer spending
The VAT paradox: rise boosts sales
DIY market attempts concentration
Work for your Home
Demographic curve favours gardens
The Green Factor
KEY TRENDS AND DEVELOPMENTS
DIY shopping – a challenge for the customer
New Retailing Drivers
Home improvement and home building
Less could be more
The New Eden – the Garden rediscovered
A lifestyle sea-change
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BOSCH-SIEMENS HAUSGERäTE GMBH - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bosch-Siemens Hausgeräte GmbH: Key Facts
Summary 3 Bosch-Siemens Hausgeräte GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bosch-Siemens Hausgeräte GmbH: Competitive Position 2006
DEUTSCHE AMPHIBOLIN-WERKE VON ROBERT MURJAHN STIFTUNG & CO KG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Key Facts
Summary 6 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Competitive Position 2006
HORNBACH HOLDING AG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Hornbach Holding AG: Key Facts
Summary 10 Hornbach Holding AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
OBI BAU- & HEIMWERKERMäRKTE GMBH & CO FRANCHISE CENTER KG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Key Facts
Summary 12 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PRAKTIKER BAU & HEIMWERKMäRKTE AG - DIY AND GARDENING - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Praktiker Bau- und Heimwerkermärkte Holding AG: Key Facts
Summary 14 Praktiker Bau- und Heimwerkermärkte Holding AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
DIY IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011